Exclusive Q&A: Demandbase Acquires Engagio, Accelerating The Development Of ABM Category

Published: June 16, 2020

ABM platform Demandbase has acquired Engagio, a B2B account-based engagement platform, to combine forces within the ABM ecosystem and accelerate the development of a next-generation B2B martech platform. Terms of the deal were not disclosed.

The Demandbase end-to-end ABM platform is designed to help users discover, manage and measure audiences of target accounts across the entire funnel. Engagio’s platform aims to help B2B companies deliver account-based engagement for sales and marketing, leveraging data, sales insights and multichannel orchestration and analytics. Together, the companies are positioned to provide B2B practitioners with an all-in-one, no-compromise ABM solution.

“This acquisition combines the leader in ABM with Engagio, one of the early pioneers of the category,” said Gabe Rogol, CEO of Demandbase, in a statement. “It will change how B2B revenue teams operate. Sales and marketing alignment isn’t enough. These teams must start moving as one — with a single set of data and insights orchestrated across the entire buying journey. Demandbase can now deliver that with the definitive, no-compromise ABM Platform.”

Engagio’s Founders, Jon Miller and Brian Babcock will join the Demandbase leadership team as Chief Product Officer and Chief Technology Officer, respectively.

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“The acquisition accelerates everything I wanted to create in an ABM platform,” said Miller in a statement. “We will combine Demandbase’s strong go-to-market function and technological expertise with Engagio’s deep marketing automation and CRM expertise. But it’s our shared vision for reimagining both the ABM and B2B martech landscapes that gets me truly excited for the future.”

Prior to the announcement, Demand Gen Report sat down with Demandbase CEO Gabe Rogol and Jon Miller, Co-founder of Engagio, to learn more about what the acquisition means for the future of B2B and ABM martech. Watch the full Q&A below. 

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